2014 Holiday Shopping Survey

Offers.com Survey Reveals Holiday Shopping Trends

In conjunction with market research company Ipsos, Offers.com surveyed 1007 Americans online about their holiday shopping habits, including budget setting, mobile usage, preference between in-store and online shopping and which days they plan to shop this season. We’ve broken down our data based on key demographic information from age and marital status, to income and education, to gain a clearer picture of what motivates American consumers.

Thanksgiving Shopping

Where do you plan to shop on Thanksgiving Day?

I plan to shop primarily online (16%)

I plan to shop primarily in stores (13%)

I plan to shop both online and in stores (20%)

I don’t plan to shop on Thanksgiving Day (51%)

Trends

People with children in the house are more likely to shop on Thanksgiving.

65% of people with children plan to shop

42% of people without children plan to shop

Younger age groups are more likely to shop on Thanksgiving.

67% of 18-34 year-olds plan to shop

51% of 35-54 year-olds plan to shop

30% of 55+ year-olds plan to shop

Black Friday Shopping

Where do you plan to shop on Black Friday?

I plan to shop primarily online (20%)

I plan to shop primarily in stores (15%)

I plan to shop both online and in stores (18%)

I don’t plan to shop on Black Friday (47%)

Trends

More people will shop online than in stores on Black Friday.

5% more people will shop online

This year, 20% plan to shop primarily online on Black Friday. In 2013, 18% planned to shop primarily online on that day.

Cyber Monday Shopping

Do you plan to shop online on Cyber Monday?*

Yes (47%)

No (53%)

Trends

Those who budget are more likely to shop online on Cyber Monday.

52% of people who budget will shop online

38% of people who do NOT budget will shop online

Mobile Use During the Holidays

In which of the following ways, if at all, will you use your mobile device when shopping this holiday season? Select All

To look for coupons/ deals (30%)

To compare products at different stores (24%)

To check product reviews (22%)

To make purchases (19%)

I don’t plan to use my mobile device when holiday shopping (56%)

Trends

Millennials are leading the holiday mobile trends.

69% of those aged 18-34 plan to use their phones when holiday shopping.

Holiday Spending

How much do you plan to spend on gifts for friends and family this holiday season

Between $1 and $200 (21%)

Between $201 and $400 (25%)

Between $401 and $600 (21%)

Between $601 and $800 (10%)

More than $800 (15%)

I don’t plan to spend any money on gifts this holiday season. (8%)

Holiday Planning

Do you make a holiday gift list?

Yes (53%)

No (47%)

Do you set a budget on your holiday gift shopping?

Yes (60%)

No (40%)

People who shop online at least a few times a year revealed the following:

When do you do the majority of your online holiday shopping?

Throughout the year (35%)

From Thanksgiving Day through Cyber Monday (12%)

From Thanksgiving Day through Christmas Eve (37%)

Christmas Eve (1%)

I don’t do any of my holiday shopping online. (15%)

When shopping for the Christmas season, how often do you search online for coupons, deals or sales before making a purchase?

Every time (18%)

Most of the time (27%)

Sometimes (29%)

Rarely (15%)

Never (11%)

When shopping for holidays like Valentine’s Day or Mother’s Day, how often do you search online for coupons, deals or sales before making a purchase?

Every time (14%)

Most of the time (20%)

Sometimes (30%)

Rarely (21%)

Never (15%)

This survey was conducted by IPSOS on behalf of Offers.com using an online panel on October 13-14.